Deliverables
- Lead generation
- Microsite
- Email campaign
Fully integrated programmes made available as a service to chosen business partners providing Avnet with the ability to track 'live' leads all the way through the sales cycle.
Avnet Technology Solutions is a leading global distributor of computing technologies, solutions and services to value-added resellers.
After investing significantly in business partner lead generation activity, Avnet were unable to track the progress of their leads through the sales cycle and measure the effectiveness of their marketing investment. We were asked to develop a smarter way to implement and maintain ownership, control and visibility of Avnet's pipeline, as well as building strong relationships with business partners to optimise sales.
We developed and managed a fully integrated long-term campaign to target new business opportunities among small to medium businesses. Demand was generated with a combination of telemarketing activity and email communication, supported by a bespoke IBM branded micro site developed by us for the campaign. Dedicated IBM telemarketing teams within Panovus followed up each contact. Short-term opportunities generated were passed directly to Avnet to distribute to business partner sales teams. Longer term opportunities were entered into a lead nurturing programme where we continually engaged with them to move them through the sales cycle, using specific collateral and promoting awareness for IBM brand and solutions.
Panovus generated a pipeline of fully qualified, quality leads, enabling Avnet business partner sales teams to better prioritise their efforts to follow up and close business.
We developed and managed a fully integrated long-term campaign to target new business opportunities among small to medium businesses. Demand was generated with a combination of telemarketing activity and email communication, supported by a bespoke IBM branded micro site developed by us for the campaign. Dedicated IBM telemarketing teams within Panovus followed up each contact. Short-term opportunities generated were passed directly to Avnet to distribute to business partner sales teams. Longer term opportunities were entered into a lead nurturing programme where we continually engaged with them to move them through the sales cycle, using specific collateral and promoting awareness for IBM brand and solutions.
Panovus generated a pipeline of fully qualified, quality leads, enabling Avnet business partner sales teams to better prioritise their efforts to follow up and close business.